Factors Affecting Purchase Intention of Customers to Shop at Hypermarkets

Abstract

Customers' purchase intention represents their desire to buy products from a particular shop. Product quality, brand image, socioeconomic condition and social influence have been considered in this study as the key factors affecting purchase intention of customers to shop at hypermarkets. The study aims at investigating how much differential impact these factors have on the purchase intention of customers to shop at hyper markets. Primary data were collected through survey with structured questionnaire from 150 customers in Kedah and Perlis states in Malaysia. Correlations and multiple regression analyses were employed to estimate relationships between independent and dependent variables. The results showed that brand image had the highest impact on purchase intention of customers followed by the quality of products sold at the stores and social influence. So marketers should give importance on these factors to influence customers to shop at hypermarkets.